Gender differences in arousal priming effects on humor advertising
Hye Jin Yoon and Yoon-Joo Lee
| Year of publication: |
2019
|
|---|---|
| Authors: | Yoon, Hye Jin ; Lee, Yoon-Joo |
| Published in: |
International journal of advertising : the review of marketing communications. - Abingdon : Routledge, ISSN 1759-3948, ZDB-ID 2067926-9. - Vol. 38.2019, 3, p. 383-404
|
| Subject: | context effects | Humor advertising | mood effects | Humor | Werbewirkung | Advertising effects | Geschlecht | Gender | Konsumentenverhalten | Consumer behaviour | Werbung | Advertising | Emotion |
Online Resource
| Type of publication: | Article |
|---|---|
| Type of publication (narrower categories): | Aufsatz in Zeitschrift ; Article in journal |
| Language: | English |
| Other identifiers: | 10.1080/02650487.2018.1500243 [DOI] |
| Source: | ECONIS - Online Catalogue of the ZBW |
Persistent link: https://www.econbiz.de/10012200265